Identify your customers
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WHAT IT INVOLVES: Understanding who your most important customers are is an important first step in any effort to create change that adds value! Creating a better experience or outcome for the people who are most relevant to what you are trying to achieve is the most important part of any innovation - if you're not creating a better experience or outcome then your innovation might not be worth doing! Customers are simply the people who will be affected by any change, evolution or new thing you create (and so can be anyone ranging from external stakeholders like kids, teens and families, or partners and donors - through to your colleagues or even yourself!).
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WHY: Putting your customer needs at the centre of any innovation effort means we never innovate just for the sake of it, and are guaranteed to create change that adds value.
HOW: Define who your most important customers are for the innovation you are pursuing.​ Remember, you might have a a range of different customers, including internal and external.
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If you want to build real clarity about the focus of your Innovation efforts and a framework for defining who your full range of customers might be, then complete a Mission Template!
Innovation Tip
Your customers might be.. ​​
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Children, young people and families engaging with Starlight's Programs ​​
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Starlighters – colleagues within your own team ​
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Starlight Volunteers​​
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Partners, Donors or Fundraisers​​
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Hospital Staff ​​
Your customers are anyone who might be affected by the work you are doing. Remember that some customers needs might be more 'important' than others. For example when working to future-proof Starlight TV, hospitalised kids and families are our most important customers. Captain Starlights are a very important customer group too, so once we've understood kids and families needs first, we then make sure Captains needs are considered too!
Once you have defined who your most important customers are, you need to understand their needs or 'jobs to be done'!​